Popular HBO show puts Northern Ireland on the map

Tourists visit Audleys field and castle, which was used for filming Season 1.

The Associated Press

By Siobhan StarrsThe Associated Press

Published: Friday, July 18, 2014 at 6:36 p.m.

Last Modified: Friday, July 18, 2014 at 6:36 p.m.

Giants, dragons and vengeful queens have for generations populated Northern Ireland's folk tales. Now, such creatures are visiting the land in a different version — on the sets for the hit TV show “Game of Thrones.” But rather than spells and destruction, they're bringing an economic boost to this British province.

Fans of the HBO fantasy drama would recognize here the landscapes from the fictional land of Westeros — the castle of Winterfell, the seaside cliffs of the Iron Isles and the King's Road leading to the north. About 75 percent of the show is filmed in Northern Ireland.

Since the pilot episode began filming in 2009, the show's presence has helped foster a film industry that is catching the eye of other Hollywood productions. And Northern Ireland is taking advantage of the attention by promoting the filming locations as tourist destinations.

The latest — and perhaps most illustrious — visitor is Queen Elizabeth II, who toured the studio sets last month. But thousands have already been visiting from across the globe.

Cara and Tom Collins from Springdale, Arkansas, were in Ballintoy Harbour recently to see the rocky coastal setting used in the show for the “Iron Isles,” a kingdom of rugged sailors.

“You can just close your eyes and picture everybody there,” Tom said.

The Season 4 finale of “Game of Thrones” on June 15 was watched by 7.09 million viewers in the United States, according to prime-time viewership numbers compiled by the Nielson Co. That makes it HBO's most-watched program since “The Sopranos” in 2007.

But the numbers are likely higher since TV audience habits have changed since 2007, and “Game of Thrones” has fans globally who watch on local networks and via DVD or streaming services.

For Northern Ireland's tourism industry, that represents a huge pool of potential visitors.

“They are using some of our most iconic scenery in 'Game of Thrones,' which is excellent,” said Arlene Foster, minister for enterprise, trade and investment.

Beyond tourism, the direct employment of local workers has been very important for the local economy, she said.

At the end of Season 4, HBO is estimated to have spent about 87.6 million pounds ($149.11 million) in the local economy. The benefits are likely much higher when including other factors, such as the knock-on benefits from higher employment.

“This is a sector that we think has the potential to really grow” Foster said. “Around the HBO facility and studios will grow a skills base that others can use.”

Holywood — pronounced the same as California's Hollywood — is a small seaside town near Belfast that may lack the glamour of Beverly Hills, but is gaining a movie-making reputation of its own. Yellow Moon, a production facility based there, has enjoyed strong growth and doubled its workforce by being involved with “Game of Thrones.”

“HBO [was] a big catalyst in changing perceptions of what could be done in Northern Ireland. As the Americans say, it was a game-changer,” said Managing Director Greg Darby.

Five years ago, 80 percent of Yellow Moon's work was for local broadcasters. Now, 70 percent of their work is commissioned outside Northern Ireland.

“ 'Game of Thrones' [is] directly or indirectly responsible for 80 percent of the people that we have taken on in the last three years, because if they didn't come, we wouldn't have the other work,” Darby said.

Scott Ferguson's story illustrates what “Game of Thrones” means for young creative people in Northern Ireland.

He dreamt of being a film editor, but his first experience in the industry failed to lead to more work. Then, five years ago, a government training scheme lead to a placement at Yellow Moon, and he is now a colorist on the show, adding mood and tone to the images in post-production.

Ferguson is confident that people like him will no longer need to emigrate to seek work in film and TV, now that Northern Ireland's reputation as a production hub is growing.

“We have world-class facilities, and we now have a world-class crew. We have a shooting crew and we have a post crew who have worked on the biggest, most-watched, most-successful TV show that has been around for a while,” he said.

Statistics can't do justice to the “Game of Thrones” effect on Northern Ireland's economy, said economist Graham Brownlow, from Queens University Belfast. He says the show is helping to improve the province's international image.

“The real benefits that Northern Ireland secures are the things that are most difficult to measure” he explained. “By creating a critical mass for film and TV productions, it creates a good image for Northern Ireland, which stimulates further production in Northern Ireland, which improves the image of Northern Ireland,” Brownlow said.

<p>Giants, dragons and vengeful queens have for generations populated Northern Ireland's folk tales. Now, such creatures are visiting the land in a different version — on the sets for the hit TV show “Game of Thrones.” But rather than spells and destruction, they're bringing an economic boost to this British province. </p><p>Fans of the HBO fantasy drama would recognize here the landscapes from the fictional land of Westeros — the castle of Winterfell, the seaside cliffs of the Iron Isles and the King's Road leading to the north. About 75 percent of the show is filmed in Northern Ireland. </p><p>Since the pilot episode began filming in 2009, the show's presence has helped foster a film industry that is catching the eye of other Hollywood productions. And Northern Ireland is taking advantage of the attention by promoting the filming locations as tourist destinations. </p><p>The latest — and perhaps most illustrious — visitor is Queen Elizabeth II, who toured the studio sets last month. But thousands have already been visiting from across the globe. </p><p>Cara and Tom Collins from Springdale, Arkansas, were in Ballintoy Harbour recently to see the rocky coastal setting used in the show for the “Iron Isles,” a kingdom of rugged sailors. </p><p>“You can just close your eyes and picture everybody there,” Tom said. </p><p>The Season 4 finale of “Game of Thrones” on June 15 was watched by 7.09 million viewers in the United States, according to prime-time viewership numbers compiled by the Nielson Co. That makes it HBO's most-watched program since “The Sopranos” in 2007. </p><p>But the numbers are likely higher since TV audience habits have changed since 2007, and “Game of Thrones” has fans globally who watch on local networks and via DVD or streaming services. </p><p>For Northern Ireland's tourism industry, that represents a huge pool of potential visitors. </p><p>“They are using some of our most iconic scenery in 'Game of Thrones,' which is excellent,” said Arlene Foster, minister for enterprise, trade and investment. </p><p>Beyond tourism, the direct employment of local workers has been very important for the local economy, she said. </p><p>At the end of Season 4, HBO is estimated to have spent about 87.6 million pounds ($149.11 million) in the local economy. The benefits are likely much higher when including other factors, such as the knock-on benefits from higher employment. </p><p>“This is a sector that we think has the potential to really grow” Foster said. “Around the HBO facility and studios will grow a skills base that others can use.” </p><p>Holywood — pronounced the same as California's Hollywood — is a small seaside town near Belfast that may lack the glamour of Beverly Hills, but is gaining a movie-making reputation of its own. Yellow Moon, a production facility based there, has enjoyed strong growth and doubled its workforce by being involved with “Game of Thrones.” </p><p>“HBO [was] a big catalyst in changing perceptions of what could be done in Northern Ireland. As the Americans say, it was a game-changer,” said Managing Director Greg Darby. </p><p>Five years ago, 80 percent of Yellow Moon's work was for local broadcasters. Now, 70 percent of their work is commissioned outside Northern Ireland. </p><p>“ 'Game of Thrones' [is] directly or indirectly responsible for 80 percent of the people that we have taken on in the last three years, because if they didn't come, we wouldn't have the other work,” Darby said. </p><p>Scott Ferguson's story illustrates what “Game of Thrones” means for young creative people in Northern Ireland. </p><p>He dreamt of being a film editor, but his first experience in the industry failed to lead to more work. Then, five years ago, a government training scheme lead to a placement at Yellow Moon, and he is now a colorist on the show, adding mood and tone to the images in post-production. </p><p>Ferguson is confident that people like him will no longer need to emigrate to seek work in film and TV, now that Northern Ireland's reputation as a production hub is growing. </p><p>“We have world-class facilities, and we now have a world-class crew. We have a shooting crew and we have a post crew who have worked on the biggest, most-watched, most-successful TV show that has been around for a while,” he said. </p><p>Statistics can't do justice to the “Game of Thrones” effect on Northern Ireland's economy, said economist Graham Brownlow, from Queens University Belfast. He says the show is helping to improve the province's international image. </p><p>“The real benefits that Northern Ireland secures are the things that are most difficult to measure” he explained. “By creating a critical mass for film and TV productions, it creates a good image for Northern Ireland, which stimulates further production in Northern Ireland, which improves the image of Northern Ireland,” Brownlow said.</p>